consumer alert: watch those shelf prices!

I had an interesting shopping experience at Dollar Mart on Commercial Street in Vancouver.

I stopped to buy two art pads. Both were sitting on a shelf with price labels underneath displaying $2.99.

I picked up two and went to the checkout.

As the cashier rang them through, I noticed prices of $4.99 and another amount appearing on the till. Suddenly, the total was approximately $11.99.

I questioned the price and showed the cashier my photograph of the shelf display.

His response?

"Let me see what I can do."

Now, when I looked more closely at my photograph, I noticed that the small-print product description on the shelf label identified a different product. The $2.99 price was prominent, but the description wasn't for the art pads.

Was it a simple labelling mistake? Possibly. I can't establish that it was deliberate.

But it got me thinking about how easily consumers can be caught out.

know your consumer rights

British Columbia has consumer protection legislation.

Under the Business Practices and Consumer Protection Act, section 4 addresses deceptive acts or practices, including representations capable of misleading consumers.

The federal Competition Act also prohibits materially false or misleading representations.

There is a voluntary Scanner Price Accuracy Code in Canada, but there are exceptions, including when an item is placed beneath a label describing a different product.

So, no, every shelf-label mistake automatically entitles you to the advertised price. But businesses still have a responsibility to provide clear and honest pricing.

time to pay attention, shoppers!

I want consumers to become more vigilant.

• Check the shelf price before picking up an item.
• Read the product description, not just the large-print price.
• Watch the till as your purchases are scanned.
• Compare your receipt with the shelf prices.
• Photograph questionable displays.
• Ask for a manager when prices don't match.

Don't assume the checkout price is correct just because it appears on the screen.

what about mystery shoppers?

Perhaps it's time for more independent consumer monitoring.

Could consumer organizations, government agencies and independent mystery shoppers conduct random retail pricing checks?

Imagine shoppers visiting stores, photographing shelf labels, purchasing selected products and comparing the advertised prices with checkout charges.

Not to harass employees, but to identify patterns, mistakes and potentially misleading practices.

Regular, independent checks could encourage better pricing practices and give consumers more confidence.

a word about consumer protection around the world

People come to Canada from countries with very different consumer protection systems. Some have weaker legislation, inconsistent enforcement or fewer practical ways for customers to challenge businesses.

Canada has established consumer protection laws. Everyone doing business here should understand and follow them.

Consumers also need to understand their rights.

Being polite doesn't mean being gullible. And being unfamiliar with a store or product doesn't mean you should accept an unexplained price increase.

questions worth asking

1. Have you ever noticed a different price at the checkout?
2. Do you watch the screen while your purchases are scanned?
3. Should independent mystery shoppers conduct random retail pricing checks?
4. Should businesses face stronger consequences for repeated pricing discrepancies?
5. How many people pay the difference simply because they don't want to argue?
6. Are consumers sufficiently informed about their rights in British Columbia?

I bought two art pads, not a lesson in consumer protection.

But perhaps it's a reminder we all need.

Pay attention. Keep your eyes open. Know your rights. And don't be afraid to question a price.

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